Product List & Analysis

Lastest updated: 2023/6/29

 

1. Feature Introduction

Product Center is used to view metric data such as sales, advertising performance of products, analysis of products from multiple perspectives, and to adjust product promotion strategies.

 

2. Use Cases

View the sales performance of the entire store.

1. Monitor the performance of key products and adjust promotion strategies.
2. Discover products with abnormal statuses and adjust them in a timely manner.

Analyze data from various dimensions of key products.

1. Analyze product sales, traffic, and advertising performance, then adjust promotion strategies.
2. Refer to competing product recommendations and fill in the gaps in targeting.

 

3. Conditions of use

1. The product center needs to authorize SP-API to use.

2. Data synchronization time limit:
   • Product information (including newly released products on the Amazon platform and parent-child ASIN structures) is updated daily.
   • [New] The Total Sales, Total Units, and TACOS of the Seller store are updated every hour. These data within the past 2 days comes from the Amazon hourly interface, and the historical data (excluding the past 2 days) comes from Amazon Business Report.
   • Due to Amazon interface limitations, Vendor store sales data is delayed by 48 hours.
   • Ads data is updated every 10-30 minutes (including spend, Ads Sales, Impressions, etc.)

3. After first accessing the system, the product center data can be viewed 1-2 days after authorizing the SP-API, and the competitor recommendation data for products can be viewed 2-7 days later.

Tips:

1. The sales data of the product center is obtained daily for the past 15 days. If there are refunds for your main product category 15 days after the buyer places an order, it may cause deviations between the historical data in Xnurta and Amazon.
2. The hourly data of Seller's store only includes the Total Sales, Total Units and TACOS at the ASIN level, so metrics such as Sessions and Page View in the past 2 days cannot be displayed.
3. When switching to SKU view, sales data will not be displayed for the past 2 days due to the data delay from Amazon platform.
4. Due to different calculation methods of returns, there is a data gap between hourly sales data and Amazon business reports

 

4. How to Use

4.1 Product List

4.1.1 Product Data Summary Display

1. Time interval summary and trend viewing of key commodity metrics.
2. Granular data metric tables for each product (product line, parent ASIN, ASIN, SKU).

 

Metrics introduction of seller store

Seller store metrics	Introduction
Status	Eligibility Status: If there is an ineligible SKU for any campaign type under the ASIN, an [ineligible] warning will be displayed on the product list. Click on the ASIN to go to the Product Analysis page, where you can view the types of campaign that are ineligible. Stock availability: In stock, Low stock and Out of stock. Product Status: In the SKU view, you can check if the SKU is available to sell. Abnormal promotion status: Abnormal Service Status of the SKUs will be displayed if these SKUs are failed to be promoted. The status includes: Ineligible, Not Buyable, Missing Description, Not in Buy Box, Out of Stock.
BSR Rank	Display the highest-ranked product categories and current BSR rankings.
Sales metrics	This data comes from SP-API, which is the traffic or sales data of the product itself, consistent with the business report data from Amazon, and does not deduct coupons, discounts, etc. of the product.   [New] Total Sales and Total Units: ASIN dimension data is from Amazon hourly interface for the past 2 days, historical data (excluding the past 2 days) is from Amazon Business Report. Total order quantity: Sourced from Amazon order interface, data delay of 1-2 days.
Traffic metrics	Page Views, Sessions, Featured Offer (Buy Box) Percentage: Derived from Amazon Business Report & updated daily with a delay of 1-2 days. Daily traffic data is only available for products with sales data. If a product has Impressions, but no sales, the data cannot be obtained. Average Feature Offer (Buy Box) Percentage is based on Page Views.
Ads metrics	Ads metrics are relevant metrics of the product as a promotional product, which comes from the advertising API. This includes Sponsored Product and Sponsored Display data. Metrics include: Spend, Ads Sales, Ads Orders, ACOS, Impressions, etc. Ads Sales and Ads Orders includes the data generated from promoting the product and generating transactions in other products
Inventory	FBA inventory and FBM inventory: Update daily to obtain the latest available inventory from the previous day

 

【New】You can switch the Selling Program (Retail or Business) and Distributor View (Manufacturing or Sourcing) to view the data you need in vendor stores. Please refer to the table below for specific metric differences.

Metrics introduction of vendor store

Vendor store metrics	Introduction
Ordered metrics	This data comes from SP-API. When the Distributor View of your product is Manufacturing, the metric data is viewable. If your product is of Sourcing type, only the shipped metric is viewable. Metrics include Ordered Revenue and Ordered Units.
Shipped metrics and traffic metrics	This data comes from the SP-API, sales reports, Net Pure Product Margin reports, and traffic reports, respectively. Metrics include: Shipped Revenue, Shipped Units, Shipped CoGS, customer returns, Net PPM and Glance Views.
Ads metrics	Ads metrics are relevant metrics of the product as a promotional product, which comes from the advertising API. This includes Sponsored Product and Sponsored Display data. Metrics include: Spend, Ads Sales, Ads Orders, ACOS, Impressions, etc. Ads Sales and Ads Orders includes the data generated from promoting the product and generating transactions in other products

 

Misunderstandings in the analysis of product metrics:

 

Misconception 1: Natural sales = Total Sales - Ads Sales

• Total Sales refers to sales generated by product orders, including the sales of the product brought by advertising and natural traffic. Advertising Sales refers to sales generated by the product as a promotional product, which may be sold as the current product or other products. Occasionally, Advertising Sales may be greater than Total Sales.
• For example, assuming there are only two products, A and B, consider the following situation:
  • ① Natural traffic transaction A ② Promotion A transaction A ③ Promotion A transaction B ④ Promotion B transaction A
  • Total Sales of product A = ① + ② + ④
  • ADS Sales of product A = ② + ③
  • Ads Sales of Same SKU of product A = ②
• Postscript: If you want to calculate natural sales, you can refer to the Advertising Management - Purchased Other Products module, and combine the Ads Sales and Total Sales of this product for reference analysis.

 

Misconception 2: Natural traffic = Page Views - Clicks

• Clicks are considered as the number of clicks generated by the product as a promotional product, so, Clicks may not necessarily occur on the current product.
• Postscript: the number of Clicks and Page Views are user behaviors that are not duplicated; Sessions are the number of users with multiple Page Views per day, which can be used as reference data for total traffic.

 

4.1.2 Product Line

Create a Product Line: Click the Create button to open the pop-up box, enter the Product Line name and select ASIN to complete the Product Line creation. Note: An ASIN can only be added to one Product Line, and ASINs that have already been added to other Product Lines cannot be selected during creation.

View Data by Product Line

Product Lines can be filtered at the top of the page. Filter supports multiple selection function. You can search by product line name and select the product line you want.

The Product Line List on the left side of the table can be clicked to switch Product Lines. Products that are not added to the specified Product Line are summarized and displayed in the [Other] Product Line.

The table above can be switched to the Product Line view to see the summary of metrics for all product lines.

 

4.2 Product Analysis

4.2.1 Product Information

Product Data Display

1. The product information card shown above displays basic information about the product.
2. When the product dimension displayed is a parent ASIN or ASIN, the price will display as a range from the minimum to maximum price of SKUs under the product.
3. Star rating is a schematic diagram of rating stars + rating score + (rating number).

Switch Products

1. Click Switch Product to open the switch pop-up box, which displays the parent ASIN of the current product by default and expands the current dimension.
2. The search method can be switched between Expanded and Exact. Expanded Search allows you to search for product titles, parent ASINs, ASINs, SKUs, or filter by product line. The query results display all parent ASINs that contain text search results. Exact Search allows you to search for full codes of parent ASINs, ASINs, or SKU.
3. Note: The above introduction is based on the Seller Store. The Vendor Store does not have SKU-related displays and filters.

 

4.2.2 Trend

1. Key metrics and time trends of current products.
2. Timetables of each metric of the product (switchable by day, week, and month).
3. Event Analysis
   1. When the chart is displayed in the daily dimension, you can view Event Analysis. The number of events in a single day is displayed on the chart, and the event details can be viewed by hovering.
   2. Event Analysis includes two types of events: Abnormal Status of Promoted Product and AI Autopilot Settings.
4. Gray Line: Shows the FBA inventory, BSR ranking or SKU price changes of the product, which is recorded from March 16, 2023
   1. The FBA inventory curve can be viewed in the parent ASIN, ASIN, and SKU dimensions.
   2. The BSR ranking can be viewed in the parent ASIN and ASIN dimensions. When the BSR ranking of a product includes multiple categories, the category can be switched to view.
   3. When viewing SKU-dimension products, you can view the price curve and analyze changes in other metrics brought about by price increases and decreases.

 

4.2.3 Ads

1. Displays the AI groups related to the current product. If the current product dimension is ASIN or SKU, all groups related to the parent ASIN where the current product is located will also be displayed.
2. SP and SD Smart Creation can be performed on products, or other operations can be performed on existing campaigns.

 

4.2.4 SKU Sales

1. Display the sales and advertising performance data of the current product by SKU dimension, which is convenient for centralized comparison of data for multiple SKU or multi-variant products.
2. Vendor Stores do not have this feature.

 

4.2.5 Competitor

Share competing product recommendation results under the parent ASIN where the selected product is located. Competing product recommendations will be made from multiple sources. For details, please refer to the competitor‘s product recommendation documentation.

 

5. FAQ

1. Why can't some customers see data on the number of sessions, page views, percentage of recommended quotes (purchase buttons), and inventory?

• If you are a customer who connected to Xnurta before September 2022, due to historical reasons for the system's processing of Amazon SP-API, some fields added to the new version of the product center cannot be obtained through the earlier authorized SP-API. To view this data, please contact your customer success manager to force the expiration of the API for you. After processing the expiration date, please click the key button that appears after the SP-API authorization of the store to re-authorize. After re-authorization, the system will pull the expired 90-day Sessions, Page Views, Featured Offer (Buy Box) Percentage, and current FBA inventory data.

2. Why can't I see the data when switching to SKU view?

• Please check if the page selection time is within the past 2 days. The Total Sales and Total Units of ASINs, parent ASINs, and Product Lines can be updated hourly, while SKU data will be delayed for 1-2 days. There is also a 1-2 day delay in Page Views, Sessions, and Featured Offer (Buy Box) Percentage for the ASINs, parent ASINs and Product Lines.

3. Why is the gray line data not displayed in the chart?

• The time trend data of FBA inventory, price, and BSR ranking is recorded by day dimension starting from March 16, 2023. Historical data currently does not support trend viewing.

4. Why is the BSR on the product card above different from the chart?

• The BSR data displayed on the card is the latest updated data, and the data displayed in the chart is the data obtained on the corresponding date.
• BSR ranking data is updated once a day, and there may be discrepancies with the system due to changes in Amazon page data after the data updates.

5. Why is it not displayed when the event analysis is checked?

• The event analysis data includes Abnormal Promoted Product Status and AI Hosting Group Operation records, which have been recorded since February 14, 2023. Historical data cannot be displayed at present. Please confirm that the selected product has experienced Abnormal Promoted Product Status or AI Hosting Group openings, closings, goal adjustments and other operations after February 14, 2023.

6. Why don't I see the event analysis function?

• The event analysis function only supports daily dimension viewing. Please make sure your chart is switched to the daily dimension instead of week or month.

7. Why is there no data for competing product recommendations?

• Competing product recommendation obtains recommended ASINs from multiple sources and is divided into competing products in the same category and other categories. It may be impossible to obtain effective competing product data due to insufficient product history data. For detailed instructions on competing product recommendations, please refer to the separate instructions for the competing product recommendation module.

8. Why is Total Sales in the Executive Dashboard and Product Center the same, but Spend and TACOS in the Executive Dashboard and Product Center different?

• The Total Sales on the Executive Dashboard and the Product Center are from the same source.
• The Spend on the Executive Dashboard include Sponsored Product, Sponsored Brand and Sponsored Display while the data in the Product Center does not include Sponsored Brand, so the TACOS (Spend/Total Sales) in the product center is lower than that of the Executive Dashboard.